{"id":261818,"date":"2026-05-25T01:07:19","date_gmt":"2026-05-24T16:07:19","guid":{"rendered":"https:\/\/tenbizt.com\/en\/news\/uncategorized\/2026\/05\/25\/starbucks-korea-under-fire-ceo-apologizes-for-tank-marketing-blunder\/"},"modified":"2026-05-25T01:07:20","modified_gmt":"2026-05-24T16:07:20","slug":"starbucks-korea-under-fire-ceo-apologizes-for-tank-marketing-blunder","status":"publish","type":"post","link":"https:\/\/tenbizt.com\/en\/news\/social\/2026\/05\/25\/starbucks-korea-under-fire-ceo-apologizes-for-tank-marketing-blunder\/","title":{"rendered":"Starbucks Korea Under Fire: CEO Apologizes for &#8216;Tank&#8217; Marketing Blunder"},"content":{"rendered":"<div>\n<figure class=\"photo-layout\" image photo_325153 float-center data-idxno=\"325153\" data-type=\"photo\"><img decoding=\"async\" alt=\"Chung\" yong-jin, chairman of shinsegae group [provided by shinsegae group] src=\"https:\/\/cdn-union.tenbizt.com\/contents\/crawler-dev\/image\/2026\/05\/CP-2023-0293\/image-ae2486b9-8de7-4f06-b16b-77d18759576d.jpeg\"><figcaption>\n   Chung Yong-jin, chairman of Shinsegae Group [Provided by Shinsegae Group]<br \/>\n  <\/figcaption><\/figure>\n<\/div>\n<p>Chung Yong-jin, chairman of Shinsegae Group, will address the public in person. The move comes in response to widespread backlash over Starbucks Korea\u2019s \u201cTank Day\u201d marketing around the anniversary of the May 18 Gwangju Democratization Movement. The company also plans to publish the findings of its internal investigation into the incident.<\/p>\n<p>Retail industry sources said on May 24 that Chung\u2019s apology press conference is scheduled for the morning of May 26 at the Chosun Palace Hotel in Seoul\u2019s Gangnam district. In an official statement, Shinsegae Group said Chung intends to personally apologize to everyone hurt by Starbucks Korea\u2019s inappropriate marketing around the May 18 commemoration and that the group will explain the results of its investigation.<\/p>\n<p>The contested marketing was part of a Buddy Week promotion and featured a \u201cTank Tumbler\u201d series. The event name was \u201cTank Day,\u201d and the promotional slogan used the phrase \u201c\ucc45\uc0c1\uc5d0 \ud0c1!\u201d Both elements provoked immediate criticism. Critics argued that \u201ctank\u201d evoked the armored vehicles used by the martial-law forces to suppress civilians during the May 18, 1980 uprising, while \u201c\ucc45\uc0c1\uc5d0 \ud0c1!\u201d recalled the euphemism police used to conceal the torture and death of activist Park Jong-cheol in 1987.<\/p>\n<p>On the day of the promotion, May 18, Chung swiftly dismissed Son Jeong-hyun, CEO of Starbucks Korea, and took personnel action against the responsible executive. The following day, May 19, he issued a public apology in his own name.<\/p>\n<p>In that statement, Chung said, \u201cStarbucks Korea, an affiliate of Shinsegae Group, executed inappropriate marketing that should never have occurred and cannot be tolerated. We deeply wounded the spirits of the May 18 movement, the bereaved families, and the public. On behalf of the group, I bow my head and apologize.\u201d<\/p>\n<p>He added, \u201cThis was an inexcusable mistake that treated the pain and sacrifice of those who devoted themselves to democracy lightly. I accept full responsibility for this incident. We will comprehensively review the group\u2019s decision-making processes to ensure this does not happen again.\u201d<\/p>\n<p>The controversy continued. On May 23, President Lee Jae-myung referenced a separate Starbucks release \u2014 a \u201cSiren Mug\u201d issued two years earlier around the 10th anniversary of the Sewol ferry disaster \u2014 in a post on his X account, calling the move \u201cthe immoral act of a vicious merchant.\u201d<\/p>\n<p>Starbucks pushed back against criticism over its use of the siren logo. A company representative said the Starbucks siren is a core global brand emblem and has appeared consistently on many products since the company\u2019s founding.<\/p>\n<p>The company said it released more than 80 items labeled with the \u201cSiren\u201d name between 2023 and 2025. It added that product release timing is determined through standard merchandise planning procedures, including seasonal planning and schedules for production, logistics and store distribution.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Shinsegae Group&#8217;s Chairman Jung Yong-jin will hold a press conference to address the controversy surrounding Starbucks Korea&#8217;s &#8216;Tank Day&#8217; marketing.<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"_thumbnail_url":"https:\/\/cdn-union.tenbizt.com\/contents\/crawler-dev\/thumbnail\/2026\/05\/CP-2023-0293\/thumb-51f5cfbb-b4f9-4484-beef-6cfc9373ae7c.jpg","footnotes":""},"categories":[278100],"tags":[],"class_list":["post-261818","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-social"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Starbucks Korea Under Fire: CEO Apologizes for &#039;Tank&#039; 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